Discuss the means by which gastronomy can be understood as a tourism product. Introduction
The emergence of gastronomic tourism is observed when a number of tourism organizations have incorporated gastronomy gastronomic elements into tourism as part of an marketing strategy, giving rise to the gastronomic tourism. (Hjalager and Richards, 2000). In first place, the essay is going to explain the respective concepts of gastronomy and tourism, following by description of gastronomic tourism with reference to the typology suggested by Hjalager AM (2002). Typical examples of tourism products with gastronomy focus range from food events, cooking class and workshops; food fairs featuring local products, visits to markets and producers, museums to souvenirs. In the later session there will be explanation on how gastronomy is understood as a tourism product, by fulfilling different motivations of tourists. Tourism and tourists motivation
In a simple context, tourism refers to traveling and visiting new destinations away from their usual place of residence. By definition, tourism product includes the total tourist experience that meet its expectations, including experience with housing, natural and cultural attractions, entertainment, transportation, catering. Tourists seek for travelling experience that fulfills their motivations. According to Fields (2002) and McIntosh RW, Goeldner CR & Ritchie, J. R. (1995) , , tourists’ motivation for traveling can be categorized into physical motivators, which include thrill seeking, escape from routine , sensory seeking, health concern. Also, there are cultural motivators, interpersonal motivators and status and prestige motivators. Gastronomy as a tourism product
The study of gastronomy was first undertaken by Jean Anthelme Brillat-Savarin (1994). The word gastronomy is derived from Greek word gastros, meaning stomach, and gnomos, knowledge or law. According to Kivela J & Crotts JC, gastronomy is understood as the study of the relationship between food and culture. This includes the tasting, preparing, experiencing, experimenting and researching, discovering , understanding and even writing about food and wine . Embodying the idea of art of living, gastronomy has become an indispensable element in order to get to know the culture and lifestyle of a territory. Being regarded as a new trend in tourism, gastronomy can be understood as a tourism product by the means that it fulfill several tourists’ values and expectations: seeking knowledge and appreciation in food and beverage, understanding the culture and heritage of a place, searching for healthy lifestyle, experiencing authenticity or enjoying retreats from urban lifestyle, seeking for prestige and status, and lastly pursuing sustainability. Moreover, active promotions by marketers contribute to the understanding of gastronomy as a tourism product. The following sessions will explain the concepts in details.
Gastronomy – enhancing knowledge and appreciation of food and beverage A formal dining experience in foreign countries is an example of gastronomy tourism product. Apart from the atmosphere and leisure experience enjoyed, formal meal experience provides tourists with the opportunity to learn local culture, such as exploring table manners and gain knowledge about local food. In particular, the differences in use of ingredients and methods of preparing, cooking, and preserving food between countries can be considered as authentic or traditional culture (Fields 2002). Therefore, displaying authentic, and local cultures is a way that gastronomy can be understood as a tourism product. Cooking classes in famous culinary destinations is another way in which tourists can explore deeper about the gastronomic world. Vacationing and cooking classes is increasing in popularity because tourists can learn to cook amazing food instead of merely tasting good food. Classic culinary destination...